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Rice

Maybe

An estimated 0.0% of orders come back. But products sell for $5.23 on average, outside the sweet spot, so Rice is a Maybe.

Flapen Score
61
61 / 100
Top 4% of 2,976 Grocery niches · +15 vs the category median of 46
Market size
£1.4M/yr1.7M searches / yr
90-day growth
-10.5%search demand this quarter
Competition
34%top-5 click share · 14 brands · 90 sellers

Flapen Score

Rice against its category

The dotted line is the Grocery average. Past it, Rice is stronger. Inside it, weaker.

61Maybe
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Rice market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Rice 1.7M times last year and spent an estimated £1.4M. The top 5 brands take 78% of clicks. Flapen scores it 61 out of 100, a Maybe.

01 · Demand

An estimated 15.4% of those searches ended in a purchase.

Shoppers searched for this 1.7M times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. An estimated 15.4% of those searches ended in a purchase. Searches in the last 90 days moved -10.5% against the 90 days before. Searches, conversion and average price together put the market at an estimated £1.4M a year.

Searches, last 12 months
1.7M
Growth, 90 days vs prior 90
-10.5%
Conversion, latest week
15.4%
Market size, estimated
£1.4Ma year
Peak month
November1.4× the quietest month
Top search term
rice1.3M searches a year

02 · Price

A sale here is worth £5.23.

Listings sell for £5.23 on average, from £0.60 to £25.15. Amazon reports units sold in ranges. This niche sold 300K to 400K a year. The average listing sells 5,000 to 6,000 of them. At £5.23 that is £26K to £31K a year per listing.

Average price
£5.23under the $15 to $100 sweet spot
Price range
£0.60–£25.15
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
300K–400K
Units per listing a year
5,000–6,000
Revenue per listing a year
£26K–£31K
Returns
0.0%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is low.

40% of listings pay for placement with sponsored ads. 100% ship with Prime. On an average day, 0.0% of listings are out of stock. The average listing ranks #87 within Rice, Pasta & Pulses. It carries 746 reviews at 4.56 stars, so a new listing needs social proof before a better product.

Sponsored listings
40%
Prime listings
100%
Out of stock, average day
0.0%
Average rank
#87in Rice, Pasta & Pulses
Average rating
4.56 starsAmazon United Kingdom average 4.36 stars
Average reviews
746per listing
Listings tracked
47

04 · Newcomers

Brands here are established.

The brands on the shelf have sold for 74 months on average, so the names here are established.

Launched, last 12 months
0
Successful launches
0Amazon's first-year sales bar
Average brand age
74 months

Products

Top Rice products & what they sell for

The products selling here, as shoppers see them on Amazon. Shelf share and sales are our estimates.

Prices and ratings read from Amazon on Jul 24, 2026. The live listing can differ.

Competition

Competition: brands, sellers & click share

The top 5 products take an estimated 34% of clicks, no more. An open shelf where new products get seen.

£0£42K£84K£126K£168K101001K10K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

14 falling

Sellers

90

Est. top-5 brand share

78%

Top 20: 100%

Est. top-5 click share

34%

Top 20: 77%

Open market

17%

  • Morrisons31%
  • by Amazon14%
  • LAILA14%
  • Tilda11%
  • Salaam8%
  • Mai Thai5%
  • Open — no brand owns it (8 brands, 17%)

Demand

Rice search demand

Weekly searches over the year, seasonality beneath. Pick a range.

45K35KSpike '24Holiday '24Spike '25Prime Day '25SepDecMarJunAugNovMarMay

No pronounced peak months · busiest ÷ quietest = 1.4×

Search terms

Top Rice search terms shoppers use

The exact words shoppers type, with estimated yearly volume, growth, and conversion.

  • rice1.3M/yr
  • basmati rice294K/yr
  • white rice27K/yr
  • rice 5kg23K/yr
  • basmati17K/yr
  • rice basmati19K/yr
  • 5kg rice10K/yr
  • rice bag8K/yr
  • roce4K/yr
  • indian rice5K/yr

Reviews and returns

What reviews say buyers love and hate about Rice

We read the reviews and the return reasons for every product selling here.

24%of positive reviews mention “Taste-Overall”
18%of negative reviews mention “Taste-Overall”
<0.1%of orders come back, a rate Amazon rounds to zero
“Didnt like the taste”
A buyer, on “Taste-Overall”18% of negative reviews mention the same topic

Every topic

Every topic buyers talk about, one row each.

Red shows the share of negative reviews and green the share of positive reviews, biggest topic first. Open a row to read what they wrote.

13 topics

NegativePositive

FAQ

Common Rice questions

Answered from the same tracked data.

Figures on this page are estimates modeled from public Amazon pages and third-party keyword data. Amazon does not supply them, and no connected seller's data is used. How we handle Amazon data